{"id":16788,"date":"2016-05-26T05:07:36","date_gmt":"2016-05-26T09:07:36","guid":{"rendered":"http:\/\/exob2b.com\/en\/?p=16788"},"modified":"2016-05-26T05:11:36","modified_gmt":"2016-05-26T10:11:36","slug":"the-keys-to-success-in-marketing-automation","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/the-keys-to-success-in-marketing-automation\/","title":{"rendered":"The keys to succeeding marketing automation"},"content":{"rendered":"<p>Marketing automation is on the rise. Often installed as the extension of a CRM project, it is perceived by many to be synonymous with automated income. Yet the implementation of a marketing automation process is not an easy task. There are sensational success stories, but the failures can also be pretty impressive.<\/p>\n<p>Here are some things you should look into before you taking the marketing automation plunge<\/p>\n<ul>\n<li>Define your processes precisely<\/li>\n<\/ul>\n<p style=\"padding-left: 60px;\">As I mentioned in a <a href=\"https:\/\/exob2b.com\/en\/blog\/marketing-automation-more-effective-b2b\/\">previous post<\/a>, marketing automation is not magic, and certainly isn\u2019t your marketing department&#8217;s \u00a0\u201cauto pilot&#8221;! It is a tool that will automate certain marketing actions in order to help optimize your marketing processes.<\/p>\n<p style=\"padding-left: 60px;\">And, it implies having to precisely define your company&#8217;s marketing processes: the different contact points, when they are involved in the sales cycle, as well as their impact on decision-making, and the actions taken.<\/p>\n<p style=\"padding-left: 60px;\">For each step in these processes, you\u2019ll have to define the approach your company will take, depending on the desired response: should we send a white paper? A reminder email?, etc\u2026<\/p>\n<ul>\n<li>Integrate the processes to treat your prospects appropriately across their experience of your company.<\/li>\n<\/ul>\n<p style=\"padding-left: 60px;\">Remember that in B2B, your company has several points of contact with potential customers: Salespeople, product managers, technical experts etc. Each of these functions should contribute to the development of what will be automated in the &#8220;Funnel&#8221;. The <a href=\"https:\/\/exob2b.com\/en\/blog\/3-ways-to-better-marketing-and-sales-performance\/\">marketing and sale processes<\/a> are most important to connect, in order to standardize functions related to the management of leads, marketing campaigns, and lead scoring.<\/p>\n<ul>\n<li>Work with targets that are as accurate as possible, namely, micro-segments. This requires a rich and reliable database.<\/li>\n<\/ul>\n<p style=\"padding-left: 60px;\">Ultimately, the success of your marketing automation depends on your data. If the data is of poor quality, it will have serious consequences on the effectiveness of your marketing automation, up to and including failure. Nothing is more repulsive to a customer than being solicited unnecessarily and your corporate image is at stake every time this happens.<\/p>\n<p style=\"padding-left: 60px;\">Marketing automation&#8217;s value is based on segmentation, and even micro-segmentation of the target. The message sent to the target \u201cA\u201d at time \u201cT\u201d is not necessarily the same as that of the target \u201cB\u201d at the same moment. Their reality is different, and that difference must be taken into account. Doing so will also distinguish your company in its relationship with its targets.<\/p>\n<ul>\n<li>Automate wisely, in quantity and quality<\/li>\n<\/ul>\n<p style=\"padding-left: 60px;\">Delivering too many messages, communicating too much ultimately leads to exactly the same effect as doing nothing! The tools available today are increasingly effective but never lose sight of their intrusiveness. Keep in mind that a message must be at the least <strong>interesting<\/strong> to those it is destined for and ideally, <strong>of value<\/strong> to them. Your content must be relevant, responsive and why not original!<\/p>\n<p>To conclude, marketing automation has always been presented in light of its value-generating potential, but we haven&#8217;t heard as much about the kind of investment it represents. It is a major investment. Developing this solution and using it on a regular basis can quickly become expensive. So it must pull in a big return. To acheive \u00a0this, you must take the time to program it.<\/p>\n<p>These are the kinds things that must carefully be considered before embarking on such an initiative.<\/p>\n<p>If you&#8217;d like to learn more about marketing automation <a href=\"https:\/\/exob2b.com\/en\/contact-us\/\">contact us!\u00a0<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing automation is on the rise. Often installed as the extension of a CRM project, it is perceived by many to be synonymous with automated income. Yet the implementation of a marketing automation process is not an easy task. There are sensational success stories, but the failures can also be pretty impressive. Here are some [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":16784,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,206],"tags":[],"class_list":["post-16788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-2","category-technology-sales-and-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The keys to succeeding marketing automation - ExoB2B<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/the-keys-to-success-in-marketing-automation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The keys to succeeding marketing automation\" \/>\n<meta property=\"og:description\" content=\"Marketing automation is on the rise. 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